Contingency Factors Of Marketing Mix Standardization
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Contingency Factors Of Marketing Mix Standardization
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Author : Roxana Codita
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-02-07
Contingency Factors Of Marketing Mix Standardization written by Roxana Codita and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02-07 with Business & Economics categories.
This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.
Contingency Factors Of Marketing Mix Standardization In Central And Eastern Europe
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Author : Roxana Codita
language : en
Publisher:
Release Date : 2010
Contingency Factors Of Marketing Mix Standardization In Central And Eastern Europe written by Roxana Codita and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Marketing Mix Standardisation In International Marketing
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Author : Tobias Richter
language : en
Publisher: Peter Lang Publishing
Release Date : 2002
Marketing Mix Standardisation In International Marketing written by Tobias Richter and has been published by Peter Lang Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of today has to permanently balance the potential advantages of an international marketing standardisation and the benefits gained by an adaptation to local preferences. Therefore, this book aims not only at providing a stron theoretical background of key concepts, past notions and the latest developments in the international marketing debate. Instead, it also focuses on key factors which determine an adequate international marketing strategy with regard to consumer goods, industrial goods and services. Thus, this study elaborates on crucial aspects applying to international marketing managers facing global competition by analysing emprically the marketing approach chosen by the 500 largest German companies by turn-over which represent to quite some extent one of the most successful and internationally-orientated economy in the world. Contents: Standardisation debate in international marketing - Degree of marketing programme standardisation - Marketing process standardisation - Internal and external contingency factors - The impact of marketing standardisation on financial and non-financial performance.
Advances In Global Marketing
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Author : Leonidas C. Leonidou
language : en
Publisher: Springer
Release Date : 2017-10-20
Advances In Global Marketing written by Leonidas C. Leonidou and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-20 with Business & Economics categories.
This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.
Proceedings Of Iac 2017 In Vienna
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Author : group of authors
language : en
Publisher: Czech Institute of Academic Education
Release Date : 2017-08-15
Proceedings Of Iac 2017 In Vienna written by group of authors and has been published by Czech Institute of Academic Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-15 with Business & Economics categories.
International Academic Conference on Teaching, Learning and E-learning and International Academic Conference on Management, Economics and Marketing Vienna, Austria 2017 (IAC-MEM 2017 + IAC-TLEl 2017), August 18 - 19, 2017
International Marketing Mix Management
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Author : Tobias Richter
language : en
Publisher: Logos Verlag Berlin GmbH
Release Date : 2012
International Marketing Mix Management written by Tobias Richter and has been published by Logos Verlag Berlin GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.
Business Strategies For Economies In Transition
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Author : Petr G. Chadraba
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2020-10-27
Business Strategies For Economies In Transition written by Petr G. Chadraba and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-27 with Business & Economics categories.
The book of readings, Business Strategies for Economies in Transition, is a collection of papers describing various business issues as they occurred during the economic transitions in Central and Eastern European countries. The book’s sections are organized along the typical academic business disciplines – Marketing Management, Advertising, Finance and Banking and Human Resource Management. This organization allows professors from various disciplines to focus on articles within the area of their specific interest. The Maculan case is a multifaceted exercise. The scope is very broad, covering topics such as management, multi cultural environment, changing regulations, and corporate growth, to name a few. The accompanying Teaching Note gives some classroom guidance on how to approach this case. However, educators may find other issues in this case worth discussing with students. While the readings are from CEE countries, we feel that much of the material can and should be used when looking at other economies, be they in transition or in the process of economic development. There are many countries that are in one of these two stages. Many of the problems addressed in this book are relevant to developing economies. Any major change in the economic system, be that transition or development, impacts people. As such, the response of the population will directly influence the chance of a successful transformation.
Wiley International Encyclopedia Of Marketing 6 Volume Set
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Author :
language : en
Publisher: John Wiley & Sons
Release Date : 2011-02-07
Wiley International Encyclopedia Of Marketing 6 Volume Set written by and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02-07 with Business & Economics categories.
With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing
Marketing Programme And Process Standardisation
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Author : Tobias Richter
language : en
Publisher:
Release Date : 2011
Marketing Programme And Process Standardisation written by Tobias Richter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Does Multi Stage Marketing Pay
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Author : Alejandro-Marcel Schönhoff
language : en
Publisher: Springer Science & Business
Release Date : 2014-04-16
Does Multi Stage Marketing Pay written by Alejandro-Marcel Schönhoff and has been published by Springer Science & Business this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-16 with Business & Economics categories.
Some scholars propose that the concept of market orientation needs to be extended to encompass a company’s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For B‐to‐B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers’ willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers’ satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers’ market power toward their own customers.